Avito continues to transform into an "all-in-one" platform: now, communication services are sold not separately, but directly within the smartphone listing. MTS has launched this format – the SIM card has become part of the device purchase.
The scenario looks simple: you choose a phone – and immediately connect to a communication service. No transitions, no separate tariff searches.
The result is a sharp increase in conversion rates. The CTR in the "smartphone + SIM card" bundle has increased fourfold compared to the usual sale of the device.
An important change is logistics. If earlier the SIM card had to be picked up in person at the office, which broke the entire online scenario, now it is delivered as a regular product – to a pick-up point or directly to your home via Avito Delivery.
The activation itself remains standard: the user selects a number and region, undergoes identification through Gosuslugi, signs the contract through Gosklyuch – and can use the communication service within a few minutes after that.
At the same time, Avito is expanding the category: MTS, MegaFon, and Yota SIM cards have already appeared on the platform, and earlier, Beeline. But it was the "SIM card inside the smartphone" format that became a key experiment.
The logic is simple: about a third of SIM card purchases are due to a change of device. This means that if a user is already buying a smartphone, it is easier to immediately resolve the communication issue as well.
The marketplace is thus taking the next step – from selling goods to selling ready-made user scenarios.